You are hired as a marketing intern at Green Airport. It's your first week on the job and your boss just walked into your office announcing the recipients of theAir Service Development Fund (Warwick...

You are hired as a marketing intern at Green Airport. It's your first week on the job and your boss just walked into your office announcing the recipients of theAir Service Development Fund (Warwick Beacon)(Links to an external site.)– a $3.375 million dollar incentive program to promote 16 new routes. The challenge is “airlines open new routes every day but don’t always market them effectively”(Routes Online, 2017,(Links to an external site.)para 2). Your boss has asked you to put your marketing knowledge to the test and develop a budget to assist one of the four airlines with a launch campaign to promote one of their new domestic air travel route. The commercial route will transport both passengers and cargo.

Your budget to promote this launch was $200,000 (which included a 10% contingency for unexpected costs). As you develop the breakdown of estimated expenses, be sure to consider the role of public relations and aviation interest groups in your launch strategy. Thankfully, your superior management skills resulted in actual expenses of $5,000 under budget. Additionally, your boss said the anticipated revenue forecast after six months was $1,000,000. According toIATA(Links to an external site.)(2018), on average, the cargo business generates 9% of airline revenues,representing more than double the revenues from the first class segment.

Six Months Later

Your boss asked for a summary of the launch event. Document the estimated and actual costs using theBudget Spreadsheet (xlsx)*,


and provide rationale for the differences between the estimated and actual expenses. In a two-page business memo, answer the following question:Was the new route launch campaign a success?by referencing components within the budget spreadsheet (include as an attachment).